The Heart of Dallas Bowl, previously referred to as the TicketCity Bowl, will be held at Cotton Bowl Stadium on Jan. 1, 2013. The bowl will be revamped to provide new avenues for engagement to positively impact the Dallas community.

The Heart of Dallas Bowl will be presented by PlainsCapital Bank, with additional support from MetroPCS, Dallas Convention and Visitors Bureau, Omni Hotels and Hyatt. The game will be shown live on ESPNU, with kickoff set for 11 a.m. CST. The match-ups have been set through 2014, with a team from the Big 12 Conference to face off against the Big Ten in 2013, while the Big Ten will meet a Conference USA team in 2014.

Heart of Dallas, a newly minted nonprofit, exists to inspire Dallas millennials to become the next generation of influencers and philanthropists by leveraging a consistent calendar of sports and entertainment events. Proceeds from Heart of Dallas activities will be used to invest in collective impact strategies that make Dallas a better place. The organization's launch event is the Jan. 1 bowl game.

Heart of Dallas Founder and Conference USA Commissioner Britton Banowsky, along with key leadership, including Dallas Mayor Mike Rawlings and Big Ten Conference Commissioner Jim Delany helped bring this organization's unique vision to life. The core of the idea is to use the bowl game as a platform to create funding for the social sector. The Metro Dallas Homeless Alliance (MDHA) - a nonprofit comprised of 74 agencies that are committed to fighting Dallas homelessness - will be the first beneficiary.

"Heart of Dallas is a way for our city to showcase its sports and entertainment for the benefit of those in need right here in our community," said Banowsky. "The vision is that through first-class events we can assemble the next generation of community leaders while at the same time recognizing and supporting the amazing work being done by the charities in this community."

"The Big Ten Conference is excited to partner with the Big 12 and Conference USA in the Heart of Dallas Bowl," Delany said. "We look forward to participating in this unique and charitable event in one of college football's most historic venues and applaud the individuals that helped make this vision a reality."

"The Big 12 Conference looks forward to its participation in the Heart of Dallas Bowl," commented Commissioner Bob Bowlsby. "We are pleased to once again be aligned with Conference USA and the Big Ten Conference in a post-season game in historic Cotton Bowl Stadium, and appreciate the efforts of all involved in creating this unique charity concept."

The Heart of Dallas Bowl joins the Tostitos Fiesta, AT&T Cotton, Valero Alamo, Buffalo Wild Wings, Bridgepoint Holiday, Meineke Car Care and New Era Pinstripe in partnering with the Big 12. The Conference will continue to face a BCS opponent in each of its bowl games.